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The opinions expressed by the entrepreneur's contributors are their own.
The following excerpt is from The Content Marketing Handbook by Robert W. Bly. Buy it now on Amazon | Barnes & Noble or click here to buy it direct from us and SAVE 60% in this book if you use code MARKET2021 by 04/03/21.
Most of the marketers I know who use landing pages to focus online direct sales on conversion: getting as many visitors as possible to the landing page to place orders.
Other internet marketers focus not only on conversion when writing landing page copies, but also on search engine optimization: keyword selection and creation of meta tags that can increase traffic by increasing the website's search engine rankings.
Additionally, savvy online marketers are looking at a third performance metric: collecting email addresses. If you have a 2 percent conversion rate, you're only buying two for every 100 landing page visitors. What happens to the other 98 visitors? The only way to add their email addresses to your list is if you incorporate a targeted method into your landing page to capture them.
Here are five methods for collecting the email addresses of landing page visitors who don't buy. Every landing page you run should use at least one.
1. Ezine sign up box
In this box, visitors can get a free newsletter subscription by entering their name and email address. The e-zine login box, clearly placed on the first screen, is a widely used email capture method for websites, but is less commonly used for microsites and landing pages. This is because the visitor won't sign in if your headline and lead are properly capturing the visitor's attention. He just starts reading. If they then lose interest or reach the end, but do not order and instead click away, you have not recorded their email address.
2. Press side
Squeeze pages, also known as preview pages, are short landing pages that visitors must register with their name and email address before they can read the landing page with long copies.
In some cases, the landing page with long copies is positioned itself as a "report" that visitors can read after registering. For this to work, your landing page must be written in an informative, educational style. Many squeeze pages offer a content bonus, such as: B. a free report, just to submit your email address. Those who want to capture both snail mail and email addresses make the reward a physical item that needs to be shipped, e.g. B. a free CD.
Squeeze pages work well when your main source of traffic is organic and paid search. This is because search visitors who land on your website are only marginally qualified. You chose to visit because of fewer words in a search engine description or a paid Google ad. As a result, you may not be inclined to read many copies from an unknown source. On a squeeze page, you can capture the gist of your proposal in a few short paragraphs.
The main benefit of the squeeze page is that you make sure that you collect an email address from every visitor who reads the full landing page. Additionally, they are prequalified in terms of their interest in the subject and are more likely to read through the long copy.
3. Email capture sidebar
These are forms that are integrated into the main landing page as sidebars and again make a free offer. On a long copy landing page, the email capture sidebar usually appears early, usually on the second or third screen, and can be repeated one or more times across the page.
The downside to the email capture sidebar is that the prospect will see it before they get too far in the sales letter and therefore before you have sold it and asked for the order. So the risk is that if, for example, your product teaches speaking French and the email capture sidebar has a free French lesson, the visitor will just take the free offer instead of spending money on the paid offer.
If you try to click away from the landing page without making a purchase, a window saying “Wait! Don't leave yet without claiming your free bonus gift. "
The benefit of the pop-under is that visitors don't see it until after they've read to the point where they leave without an order, and the free content offering doesn't compete with the paid product offering or distract from the visitor. The downside is that roughly 25 percent of US internet users run pop-up blockers on their devices, and many of these blockers prevent your pop-under from showing up.
A floater looks and works similarly to a pop-up window, but is part of the landing page's HTML and is therefore not blocked by a pop-up blocker. The floater blocks part of the landing page when you click on the site. You can enter your email address or click on the floater. Either action will remove the floater and allow you to view the entire landing page.
As you can see, all of these email capture methods offer some sort of free content – usually a downloadable PDF report, an auto-responder course, or an e-zine subscription – in exchange for your email address. But be warned: Google's ever-changing algorithm is penalizing websites with floaters as they block the homepage until you click on them.
Why bother to maximize the collection of visitor email addresses on your websites? If you first send these visitors an online series of conversions – a series of emails delivered by the auto-responder – you have another option to get them to buy. Second, the best names for your email marketing endeavors are on your home list. The faster you can build a great Elist, the more profitable your internet marketing ventures will be.
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